New Shopping Portal Boutique Univision to Cater to Hispanic Consumer Market
HSN and Univision have just bedded and conceived a new shopping portal, Boutique Univision, which will cater to Latino audiences and consumers. The partnership is a first-of-its-kind marketing partnership between two goliath companies, which will collaboratively tap the Hispanic consumer market.
Univision Communications is an American Spanish-language television network programmed for Hispanic and Latino American viewing, and is one of the top five networks in the U.S. The broadcast company offers telenovelas, sports, sitcoms, news programming, reality and variety show, and Spanish-language feature films. Also, it reaches approximately 96% of U.S. Hispanic households.
HSN (Home Shopping Network) is a broadcast cable company that brings shopping into the homes of millions through their home shopping channel, offering an assortment of exclusive products, and a valuable and unique shopping experience. HSN broadcasts live into 95 million households in the U.S.
The partnership will embrace a variety of HSN products from all categories, and Boutique Univision will first debut beauty, home, culinary, electronics, fashion, and holiday collections. It will also promote digital and social media channels, including local television, radio stations and digital offerings related to the Univision Network. The broadcast couple will promote their partnership through product integrations, talent endorsements, and brand awareness.
"This is the fastest-growing consumer group and they will be driving the U.S. economy over the next few decades," said Bill Brand, the chief marketing and business development officer at HSN Inc. "We are able to reach this Hispanic consumer through the most trusted brand in their community, and that's Univision. That's an unprecedented opportunity for us. "HSN is redefining the experience of shopping through engaging content and storytelling and we look forward to extending this to Univision's platforms. Univision's position as the nation's most trusted Spanish-language media and entertainment company creates a tremendous opportunity for HSN to broaden our customer base and develop new emotional connections.
Boutique Univision will initially launch in beta, and will include products from brands Coca Cola, Benefit, Lancome, OPI, Iman, G by Giuliana, Samsung, Apple, Wolfgang Puck and a number of other well-known, well-respected brands. Over time, it is expected that the assortment of brands will reflect the preferences and demands of the audience. Boutique Univision will incorporate HSN's "Today's Special," instead calling it "Ofreta Del Dia," which will be a unique item sold at a discounted price for a short time.